---
name: Overview
title: "Proactive conversations: overview"
route: /docs/proactive-conversations/
menu: Proactive conversations
meta:
  - name: description
    content: Enhance your Rasa assistant with conversational marketing features. Start conversations proactively when users land on your site from a campaign or perform an action on your site.
  # - name: keywords
  #   content: botfront stories nlu rasa
---


# Overview

Virtual assistants are generally _reactive_: they respond to requests initiated by end users.

With proactive conversations, your AI assistant can engage a conversation with users of your website our web application in the context of what they are doing.
They are a powerful addition to your growth marketing toolbox to engage with leads or users at scale with relevant messages.

<Important type="info">
Proactive conversations are only available on your website with the Botfront chat widget.
</Important>

## Reach out to users based on their behaviour on your website

Botfront lets you define and combine behavioral conditions that will trigger a specific conversation.
Here are a few examples of such conditions:

- A user has visited a particular combination of URLs, in a given order or not.
- A user has returned on the website or on a specific page a certain number of times. Or a user has visited a combination of pages a certain number of times.
- A user has reached a particular section on a page
- A user is on a page for a certain amount of time

A simple example is reaching out to visitors returning to the _pricing_ page.
<video autoplay muted loop width="100%" controls>
  <source src="../../videos/trigger_intro_returning.m4v" type="video/mp4"/>
  Your browser does not support the video tag.
</video>

Other use cases include:

- Target users that has visit the pages of products that can be bundled: an insurance company can let users visiting home and car insuramce product pages know that a discount apples to bundled subscriptions.
- Target users that spend a lot of time reading a particular page: they might be interested in getting in moving forward, especially if they are returning visitors.


## Reach out to users coming from campaigns

### Online advertising campaigns

You can use the utm tags sent by the advertising server to trigger a targetted message.

The following video shows how you can welcome users landing from a particular campaign on Google.
<video autoplay muted loop width="100%" controls>
  <source src="../../videos/trigger_intro_google_ads.m4v" type="video/mp4"/>
  Your browser does not support the video tag.
</video>

### Email campaigns

You can also use custom tags to welcome users that have clicked a link in an email campaign.
As shown in the following video, query string parameters (`utm_source`, `utm_campaign`, `first_name`) can be used to determine what message to send, but also to greet the user by their first name.

<video autoplay muted loop width="100%" controls>
  <source src="../../videos/trigger_intro_email_campaign.m4v" type="video/mp4"/>
  Your browser does not support the video tag.
</video>

